Billy Boy Condoms

The positioning line was a statement intended to target 16-24 year olds, and was underpinned by a philosophy of whatever you are into, get into a Billy Boy

CLIENT
Billy Boy

TASKS
Branding, Positioning, Copywriting, Illustration, Packaging

BRIEF

Billy Boy were already Germany’s No.1 condom, but wanted to break into the UK market with branding and promotional materials commensurate with the British audience to include video advertising and packaging design. It was imperative to Billy Boy to get the UK talking openly about our sexual health and raise awareness about the importance of contraception.

RESPONSE AND RESULTS

When it comes to sex, us Brits are a little backwards about coming forwards. With a penis shaped mascot, Billy Boy were set to change the status quo. Through extensive consumer research, we discovered humour allowed the public to be more open about their sexual experiences and discuss the topic more readily. Using the brand positioning ‘Bang On’ and four leading comedians, we developed a campaign that toured the nations universities to get young people to speak more openly about sex and contraception.

BRIEF
Billy Boy were already Germany’s No.1 condom, but wanted to break into the UK market with branding and promotional materials commensurate with the British audience to include video advertising and packaging design. It was imperative to Billy Boy to get the UK talking openly about our sexual health and raise awareness about the importance of contraception.

RESPONSE AND RESULTS
When it comes to sex, us Brits are a little backwards about coming forwards. With a penis shaped mascot, Billy Boy were set to change the status quo. Through extensive consumer research, we discovered humour allowed the public to be more open about their sexual experiences and discuss the topic more readily. Using the brand positioning ‘Bang On’ and four leading comedians, we developed a campaign that toured the nations universities to get young people to speak more openly about sex and contraception.

As a straight talking brand, the packaging was redesigned to be more explicit, moving away from feathers and abstract images

Bold vibrant colours penetrate the black for stand out on shelf

The suite of product identifiers were designed for clarity of message, for those trying to quickly browse the shelves

Packaging visualisations

With a penis shaped mascot, Billy Boy were set to change the status quo.

Extract from video advert - Billy and my nan

The premise of the advert was to identify the most embarrassing situation a condom may be found, in this case, when given by your nan

Stills from advert

Stills from advert

Stills from advert

Behind the scenes of the video shoot

Behind the scenes of the video shoot

When it comes to sex, us Brits struggle to talk about it. The brand used comedy to break down this barrier and get it out there in the open

With a line up of 4 upcoming comedians, Billy Boy toured Freshers Week to spread the word about failed sexual experiences and the need to be protected

The comedians enabled the brand to connect with the audience on a deeper level with authenticity